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KENT PFZOMOTIONS C+~ ~L 1 . G4111~ff OYlR7l• fJkClQ~l<1 ~ ll!'. 10/ ~F-i7J1Jd't~ &,W~( 42w 9,t.~ 10d16 • 46 "-.2,2GG, E September 15th, 1970 E , .- / /l, / r1 YGf:K ~~ Tl'~45, ~ T :~ SUPRE1Nf COURT OF 71JE ST~l7E OF P! / ~J CQtlt ' EW YURlt Y~ fy -f f _ ~E y ... xhibit~~ ~ ........... tdent. Evid ................. ...:.......~..-..7~ Dola;es J. Fyan CSR , ... Official Coun r~eForter . C= A SALES PFaOMOT1ON AGENCY k6 i

M A . K E'.T Pr'.O,UC t fC:`. - 1 , E.i9 vf •rot'c~r,E~s Pr~•rnut,o>n: Thi., ,.l:'on,ot,on e•enten•:s aronndl i,rr .le:+ of! offf•'••rng a six foot i,a,r Qi1 Li:"•cer•,ir,s tv rhr \v,nners. Gnt• ,,,o,•c" ir, a,' ertain wea ( we =r .~ lo,t of areas)'. Thc conrE .~,r %,',n:.r,r ~ n, . is•' fill •,I the hays rlit' 1tor•t'• tht_T. ~zhE.' tol:t•chc' -es :rl. I an k1G't eno• •IOUl'1 t ~ : tra.:e rec ei r,*,:: .':us on(r. Tr,::; . C :l v: uI s tr L;tI ,~zt : ~.. 1' c:~~E`.1' T~i.I) - nl~•-C h1.. .. ~ i. Che:•l: _ c.k ProrT;or!on: r -5)~ i7rrce -k art•vls and Wc puruotie r;,e ,.~uancP of check hoioks to \ -nners in \•arious amo 7 rlts . f, $ 10 . S 50 .$] 0D1. $5,00 !' Which c•un be :: -•ed m-,ch 'rke the cl,et.•ks i••onn Am;.rilcan Express. The ,:,tference br,r,g ,I,at tht•se cii'c:,:ks t3• i- u:;E•c1 c,r:ly in sn~,t~r~,,•Yrkrts. L'.ort,iard to make yood on redomF'rion~ b- retnut!e,'s. i Kent Coffee Prornotion;: W ~ C N N i ,'l. ~.. ~ . Qt QD' Offer money off on a'n~• brand of coffee selected. Allowing u G to utilize P. n. S. m'ate:''als in areas ot store other than where cigarettes art• sol'd tod'a~,-. 7 J V'a'catiun, P~.'omotion: - Ax~,:1 (~ 4'-~-r t lr G.< t L.- clew 4 Thc• idea of ii•ee vacathons. although common in m-in.-- areas, is interesting eno,Iah to warrant inq!mr.•. Crnar.,.-, not just onP. ie: i L-oews we.ekends. etc.) People ar•r, a1w,t .-s interested in getting. awa.•. though not a~i'.va\•s able to pa.• for ,t. We miq}lt offer vacations of youir choice---upi to a certain arnouni oi c:ash.

`:uirt. }.ent' 'r r•orrrourv,,F C . 5. Kent and Premium Promotion: r Offer a number of premiums to consumer over an extended time perio.i. i t 4 i b. Live Like a Kina S-werr)staka:=-: CiiEl: uI! sUrAs off rro- cii ~,i szes to penc,ie , rrr. !u,:incj the r•o}-ai' ca --; h ho\ . (T }ie rov r t as rj e , etc .I 7. NIarne The Fake Faces Contest: .S >,..3 c The object of this a_,r;,C is to tr-. arrd find the look-a-likes in a photo of a party. (Cou'd he holida.- party for• holidav time of year). We get people who ioo4: trl:e tar,rous people and put them together with people who don't look like unybod.• hUt themselves, and watch the fun' Money is the r•e%.-ard, goiin' together--K ent party people, is the theme. . 8. Win, a Holida.,' Feast: •' Have local winners and lots of 'em : Pick up .rneals at local .stores, who would love this promotion. This promotion could be run at various times of the vear, all during the year, ie: Thanksgiving, Christmas, Easter. i 9. Home Furnishings Promotions:' { This couil'd' be interesting in the fact that the prizes could be built un to whole house. ie: 5uni prize--L room of furniture, 4th prize-- n%,o rooms fulll of furniture, etc. , till' finali prize of winning entire © W house cornpletvi,v furnished by top decorator. .~ O tN N CD

`-,10. Fashions for Family Promotion: Establish a whole line of Kent clothes, (male and femalle)) with~ an entive jiewel''ry ( male and fernale ) assembl'e. Offer these smart new fasKions to winners i'n limerick contest. .11. D;-r. nm I`: itc hen and K ent'~ Promotion: "ie in with rn 3jor kitchen appliance manufacturers in sweepstakes. Since women are prime customers of Kent, this "Dr~am Kitchen:" sweepstakes should be most attractive. This sweepstake lerrds itself to newspaper, magazine, and point of purchase (appliances) advertising, and prornotion. ` 12. ' P'rern-urn : Dimmers. ( emergency liqht) T his premium offer could be made in~ coupon in ever}- K ent packaq,e. This K ent premium offer tells the consumer that Kent offers maximum protection thanks to this han& emergency light. The sub-conscious impression that the offer makes is really this: Kent'offers maximum protection. Because we are a health-care cigarette, this image should be strengthened wiGh~ this premium offer. ` 13. Kent Will Pay Your Taxes Sweepstake: Lorillard will reimburse winners for complete amount of their income tax. This spring sweepstakes promotion has obvious appeal.... peopla hate either paying taxes direct, or having tax monies withheld from their paycheck. Kent's promise of a "tax-free" year(s) is appealing to everyone.

14. Aladin's Lamp Promotion: Each packaqe of Krnti's is "stuffed"' (under outsi.ie wrap) with coupon os Aladin`s Larr,p. ( pictur•e oni front i Ei'ack of coupon tells person: if their coupon is "eligiblo" for biy Aladiin's Larnp Drawing. Winnr•rs to be granted thi•,-t, '~.•ishes", totul vaiue not to eaceed $100 , 000 . 15. Live F; ent F ree For Five Years : .` ~ This sv,,eepsrake offers 1°Rent Free" living to entrants. !f the winners do not pay rent or have a home morgage then Lorillard will offer a$15,000 cash, prize to the winner(s) . Get portable (fold-up) shopping cart (' Kent Kart) for ju-t $2.95 and twenty end flaps of Kent Cigarettes. 17. Win Everything From A Roomful Ot New Furniture To A New House Compl'etely Furnished in Kent's Family Furnishing Sweepstakes: First prize wi'nner ( s) gets new hou se ( value ,$30 , 000 .) with alL furniture. Second prize winners get five rooms completely furnished. Third prize winners get four rooms completely furnished. 18. "Stealing Is Only Allowed Here" Promotion: Kent "sets up" free sample area in stores, shoppers to "steal real pleasure". This sampling help<<istore reduce actual pilferage problems. 0 W ~ O N t0 and encourages 1"A technique should .... ;,, . 1 . C!= M

/ '' - "'Great Moments In Sports" Promotion: This premitum offer features paiintinqs (reprodt~ctions) Since Kent Cigarette sales prove to be a big seller famous sport, personalities "'caught" in action by world famous artist, .Ler•o.• Neiman. Since sports and popular pCavers are in the lime liqht as never before, this premium offer should caPner•ate rnuch, interest for both the male and:1 fernaie consumer. 'r2'0-:,, Weekend Celebration With Kent:: This sweepstakes offers the consumer "u weekly dinner for two"--for fifty two weeks: This offer will be geared'o to the house- wife who willi jump at the opportunity to get out of -the kitchen and' into the restaurant of her choice, for not one, but for fifty two times: «-. You Can Gamble On Everything, But Good Taste In Kent's Las Vegas Holiday Sweepstakes: .r Winners will be flown to Las Vegas for a weeks vacation. They will be given $1,000. in cash. Room and board comes compliments of Kent. Note: There should be many winners in each area. /I o'22., Special Event Promotion: urban of in areas,, these areas are ripe for a K ent Special' promot'ion. (sporting events. theatre, movie, etc .) People wou ld send in end flaps from cartons of Kent, ( nurnber of end f~liops determine number discount coupons ) and K ent will send~ these people the K ent "Special Event Discount Coupon". Note: People in rural areas would the "Citv" for a Special Event.... at Kent Discount Coupon. welcome reduced A^. of the chance to get intoO rates thanks to the W I O (N N tD - IV

c ` €I R t~^ I VIP 23. The Kent Castle Sweepstakes: This sweepstakes offers people opportunity to "Live Like A K ing" .., in will fly alli winners ( two at a time ) LA L a once in their own a life time castIe. Kent to London, England or Scotland where t'he\° will be given the royal week while t'hey reside at their osn castle. servants, a car, etc. as part of the "ro.-al I treatment for one We will provide treatrrnent"'. *"--2'4. - PrerniumOffer of purse/pocket portable ashtray. This ashtray is speciully designed with, Kent Logo. It is compact enough to fit, into a small purse or pocket!. 4 \ 2-5. "Goodtime Sweepstakes": ~ f Entrants willi send in their favorite "good time" activity place, along with end' flap from carton of Kent. Winners will be awarded this "good time" courtesy of Kent. Note: Value of this "good time courtes}^'"' will be predetermined'... by d'oing, so,, we can have many "winners". -26 ,,. Produce a full length movie that features the work of Burt Bachrach, Entertain the audience while making_ sure that ~ Kent plays an active part in this "entertainment". •4'7 . Research Study Promotion: Ask peopl'e to send in end flap from carton of Kent plus package end flaps ( 2)~ of competitive brand, and Kent will send entrant (consumer) two packs of Kent, Free. This will target' the competition (by area) „ and hopefully encourage Kent carton sales. 7!!

~ i ~ ti..- ~ ~ ~ i 26. Develop direct mail ( two packages of Kent included ) ~ promotion for newly weds and' new parents. Stress the "now that your responsible for, etc." aspect. Ot course, we cannot lay .claim to any health benefits, but the Micronite Filter should be stressed~. ,,%-,;_, Premium Offer : Kent ; alendar Promotion. This calencar should be localized for the various regions of the country. Handsome drawings of sports events wi4l make this calenda r most appealing. Naturally, Kent will be prominently displayed in each sports scene. f. . Win the price of a ton of tobacco Sweepstakes--$1,39'4.00. Multiple winners pictured sitting on t,op of ton of tobacco. Stress price of tobacco that Kent buys. (if higher than most) "'The Kent People" Contest: "Are you one of the Kent People" would be the theme of a prornotion which centers on typical Amercian ways of living, and the kind of individuals who make Kent an integral part of their work and play routines. Their are degrees of prizes for "Kent'People"' iA different age groups: 20's, 30's, 40's and 50-and-over. They are chosen because of both their typical and special' interests and abilities. Names can be submitted' by friends, relatives, ov by the individuals thernselves. Basic elimination would be done by an outside group, but the final prizes are the results of public votion'; much in the manner of "Miss F2hei'nqold". This means "The Kent 'People" are used extensively in point-of-sale and local! advertising, and voting forms are available both in cartons and where single packs are sold:. 03701194 .

I Cont. "The K ent People" Contest The promotion provides a convincing "endorsernent"' theme as well as a continuing exposure device for new and' repeat purchases. And, it is the kind' of promotion which bears repeating each y ear . 0 / .. 132. ~. r- ' •. ~,:The K ent Premium Club This is a couponing a ~ pproac:h with a couple of differences from existing of(ers. Although not a''green stamp" idea, a yearly catalog of Kent Premiums is offered, but different items are avail- able each month of the \•ear. The number of coupons needed for ea< h gift is less if the gift if "reserved"' in advance of its offering month, as long as the required number of coupons are mailed in by the time that month arrives. The gifts would be unusual, maybe selected'i from world wide sources, and' of varying prices and redemption values. Perhaps four or six different gifts would' be made available each month. The pre-ordering offers several advantages. It "insures"' not only repeat purchases by customers who have reserved a gift, but might even produce purchases ahead, and~ among relatives and friends who want to help someone get one of the gifts. Of course, if the gift is ordered after it'.s month of availability, the number of coupons is greater, and the number of carton purchases needed corres- pon{jingly bigger. The offer also is a stimulant to single pack retailers and w vending machine distributors. This can, be worked by letting them I combine the "'extra" coupons packed' in a carton with part of the O cartons themselves to provide a basis for gift redemption. Under ` IPA these circumstances, all kinds of retailers would be tempted~ to use CZ promotional materials which would increase Kent sales. CA ' A Kent Premium Club Calendar visuali would be most appro- priate for this theme and method.

r • ; S 33. Kent $1,000,000 Puzzle Sweepstakes: l'nteresting puzzles and the assurance that all! of the prizes will be awarded' can~ make this kind of promotion m•ach more successful than simply giving away a varietv_ of items. is a i\.•a•.-s the mo st desirable prize. Cash The puzzles themselves would be available not only on the in5ides of i`e•nt cartons. which is also the entry form, but through "Take Onccs" wnet-ever Kents are sold in cartons or single packs, andthrouUFa newspaper ads, direct mail distribution (Red Letter) , . or door-to-cioor deliver% Like most puzzle contests,, this one should be in progressive stayes, with prizes at each stage, but the increase in value consid- erable as the entrants move up the scale. . Each stage of the contest can be several weeks in duration. Of course, one of the greatest benefits of a promotion like t'his; as in any one where consumers must' send in entries to the company is the amassing of a direct mail list of Kent smokers. The possibilities such a list offers for future promotions whic-h "use the user"' as a basis for new brand-switching opportunities are exceptional. 34. Kent "Entertainment Exclusives" This continuing promotion idea is meant to take advantage of the natural tie-in between Kents and at-home entertainment. In the beginning, it might appear to be no more than a simple premium offer with carton purchases, but it can be built, quite naturall'y, , into a lasting sales theme. The first Kent "Entertainment Exclusives" are paper and'/ or plastic party-goods packed into each carton. Cocktail napkins,e.., coasters, party-piks, glass-ID tags, even balloons, all designed G7 for K ent bw one or more well known artists are among the kinds 0 of items which might be offered~. ~ ,